How Cirium Used Motiva’s Message Testing to Improve Unique Open Rates by 14% and Unique Clickthrough Rates by over 32%
Company
Cirium is a provider of aviation data to the travel, finance, aerospace and aviation industries. They got their start as Flight magazine (now FlightGlobal) in 1909, about 6 years after the Wright Brothers first flew at Kitty Hawk. Today, as part of the LexisNexis Risk Solutions Group, Cirium manages more than 300 terabytes of data on a daily basis, including information on 35 million flights per year, 97% of scheduled flights worldwide, 90 million passenger itineraries, and more.
Challenge
As a thought leader in aerospace with unparalleled access to industry data, Cirium regularly publishes insights and reports for executives to guide decision making.
The challenge can be framing resources in a way that stands out in busy executive inboxes.
Solution
Cirium wanted to see if the level of specificity had an impact on engagement.
Does a more open-ended subject line appeal to the imagination or does a more detailed subject line quickly communicate value?
Will providing concrete numbers in the subject line give away too much, and stifle opens? Or does the open-ended approach not effectively communicate value, leading their audience to skip over the message?
They knew that with Motiva’s automated Message Testing analyzing audience engagement data, it would automatically stop sending any low-performing message variation, ensuring that the highest percentage of their audience would receive the most engaging messages.
Impact
Four days into the test, the winning subject line was determined with 99% certainty: more detailed subject lines win the day!
When the subject line provided specifics about the report Cirium was promoting, not only did the more specific SL win out, but the Unique Open Rate improved by 14.68% over the baseline, while the Unique Clickthrough Rate improved by 32.76%!
Expansion
The marketing team at Cirium plans to build on this early success to develop new guiding questions to ask, and new Message Testing experiments to further refine their content. They’ll be relying on Motiva’s Message Testing to determine exactly what kind of body copy, imagery, and CTAs result in the highest engagement from their audience.
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